Marketing: The Core

Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing 2

2 Developing Successful Organizational and Marketing Strategies 24
Appendix A Building an Effective Marketing Plan 52
3 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility 68

Part 2 Understanding Buyers and Markets
4 Understanding Consumer Behavior 94

5 Understanding Organizations as Customers 122

6 Understanding and Reaching Global Consumers and Markets 142

Part 3 Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights to Actions 172

8 Market Segmentation, Targeting, and Positioning 202

Part 4 Satisfying Marketing Opportunities
9 Developing New Products and Services 228

10 Managing Successful Products, Services, and Brands 258

11 Pricing Products and Services 288

12 Managing Marketing Channels and Supply Chains 314

13 Retailing and Wholesaling 340

14 Integrated Marketing Communications and Direct Marketing368

15 Advertising, Sales Promotion, and Public Relations 394

16 Using Social Media and Mobile Marketing to Connect with Consumers 424

17 Personal Selling and Sales Management 452

Part 5 Managing the Marketing Process
18 Implementing Interactive and Multichannel Marketing 480

Appendix B Planning a Career in Marketing 504